You have been given responsibility for developing a one-year advertising
campaign. The budget is small because your product has not been overly successful,
even though it’s a good product.
The marketing objective is simple: “To increase sales by 25% within one year.”
Working with marketing, you have identified the target public (your choice). What you
know, however, is that you have four main competitors in the product area, all of them
going after a female market, ages 15-40. It is a crowded field. Do you stay with the
popular market or go for another segment? I think it is best to stay with this popular
market but perhaps extend the age range to 12-50 yrs of age. Girls begin sunbathing at
an earlier age in today’s society so we must reach out to them. We must also reach out to
mothers older than 40 who use the product themselves, and on their children as well.
At the advertising planning stage…
1. You need acceptable objectives. Write them? To create comprehension of the
difference between sunscreens and suntan lotions among 100% of our target
public in 3 months. To create awareness of Sun-cure as a sunscreen among our
target public by 60% in 3 months. To convince 50% of our target public that Suncure is the most effective product on the market in 6 months. To increase sales by
25% within one year.
2. How does the advertising pyramid come into play? Do you use all the steps in
your objectives? If not, why not? There is a need to create awareness of the
difference between sunscreens and tanning lotions among our public. Then they
must comprehend the great dangers of not using sunscreens. We must convince
them that our sunscreen is the best on the market. This will create desire for our
product and finally, our public will take action and buy Sun-cure. So yes the
advertising pyramid does come into play.
3. Talk about the relationship you want to establish with your demographic. A
proactive or partnership would be the best relationship with the target public. In
a proactive relationship follow-ups are necessary to continue the increase in
sales. Also suggestions for improved use can never hurt. A partnership allows for
better value for the brand and the product. Because of the partnership, consumers
will also feel that they have a voice within the company.
At the advertising strategy stage…
1. When looking at the resonance dimension, which one makes sense and why?
Positively Originated Motives. It is best to put a positive spin on the product in
general. Consumers need to know the product is safe and effective. Not only do
they want to know these particular benefits, but also they are more likely to
consume a product that is socially accepted over one that is not. That is why the
message needs to get out there that Sun-cure is the best.
2. Given your choice, exercise the creative strategy and formulate your message,
specifying the key benefits. Stay in tune with your objectives. To reach out to
women ages 12-50 and inform them of the effectiveness of Sun-cure because it is a
sunscreen, not a suntan lotion. And also to inform the target public of the high
ratings that Sun-cure has received from dermatologists.
3. Wrap it up with a statement that explains/encompasses the creative elements. Suncure must increase sales among women ages 12-40 by advertising that it is the
most effective product on the market because it is a sunscreen, not a suntan
lotion. Sun-sure should also advertise the high ratings it received from
dermatologists. Sun-cure must do this within a budget in order to increase sales
by 25% within one year.
4. Looking at the Five M’s, look at the third M – media – and focus on social media
and one traditional source. Explain what you would do. It would be very effective
for Sun-cure to create a blog. Because the target public consist of a wide range of
women, Facebook or Twitter may not be as effective. Not all women ages 12-40
are a member of these social networking sites. A blog also allows for Sun-cure to
post product releases, new information about the product, and ratings. It allows
for consumers to read this information and generate feedback, giving way to a
conversational relationship or partnership. This approach will help consumers
feel as if they are part of the brand. It is easy and cheap to create a blog so money
can be saved when taking this route.